Advertising is an important part of Marcom. Just like everyone else, advertisers occasionally go too far - even in theB2B arena.
A very concise and meaningful article on just this topic is posted on the McKee/Wallwork/Henderson Website. Titled,'Can You Make My Logo Bigger?', the article offers thirteen resolutions to improve advertising.
Here's an example:
"9. I won't use the word 'quality.' Quality is a great word, but its usefulness in advertising has been ruined by too many abuses. If your product or service is of truly higher quality there are plenty of other ways to say it."